- What's up. It's Jamal from HubSpot.
And in this video, I'm gonna teach you
all you need to know about digital marketing.
What it is, how to succeed and who's doing it right?
Check the description below for tools you can use
to master digital marketing right now
and be sure to subscribe to the channel,
then tap the notification bell
so I can holler at you like this.
Ay, we got a new video.
Come check it out.
I miss you.
HubSpot defines digital marketing as
all marketing efforts that use an electronic device
or the internet.
Traditionally,
this means the efforts you put into marketing,
using search engines, social media, email, and websites
but in today's world,
it can also mean when users are watching videos,
playing video games and even chatting with friends.
That's right, every interaction is an opportunity.
Nothing is sacred from the clutches of commoditization.
But no matter what form your digital marketing takes,
there are some guidelines to follow
to get the most from your efforts.
Here are HubSpot's four digital marketing tips
and a quick example for each.
Number one, define your audience.
Everybody is online.
93% of Americans to be exact.
No idea who that final 7% is,
could be literally anyone, probably Ja Rule.
But you can't effectively market to everyone at once.
So it's important to identify who your marketing
is supposed to appeal to.
And this can be accomplished through buyer personas.
A buyer persona is a semi-fictional representation
of your ideal customer that is based on market research
and data about your existing customers.
If your product is B2B,
your buyer persona will probably focus on info like:
the buyer's company, their role in the organization,
the size of the organization, their challenges, and so on.
B2C businesses tend to focus more on buyers demographics,
like: age, education and personal interests.
A good example of this is the personal finance app Mint.
All adults need financial tools
but mint focuses specifically
on the young professional demographic.
You can see immediately when you go to the MintLife Blog
from the photos of young adults that they use,
to headlines like, "Can I Afford to Have a Hot Girl Summer?"
I've been asking myself that question for months now,
no leads.
But no matter how hot my summer is,
it's unmistakable who Mint defines as its audience.
Tip number two for all digital marketing is:
be present where your audience is.
People are online all the time,
an average of nearly seven hours a day by some estimates.
But that doesn't mean they're all in the same place.
That would be ridiculous and also impossible.
By defining your audience in step one,
you can now determine their habits and figure out
what the best place is to reach them.
This can be accomplished in part by ad-targeting tools
that all the major digital platforms offer,
but ads only go so far in the digital marketing economy.
So smart marketers go deeper,
integrating their messaging into demo specific content.
And I'm sure you're gonna ask me now,
"well, Jamal, let's hear about an example."
All right.
For example, TurboTax.
Sure you heard of them.
They wanted to engage with a Latino audience
and they did this by
activating an integrated marketing campaign
that created online tools, content and activation
specifically for that demographic.
The company then formed strategic media
and community partnerships with groups like
the Hispanic Heritage Fund
and We All Grow Latina Network
to leverage those organizations ability
to communicate with that demographic.
Remember digital marketing is social marketing.
So socializing with your audience
through participation in their communities is
(Jamal imitating chef's kiss)
there's nothing better than that...
That's and also you'll fail if you don't do it.
Tip number three for effective digital marketing is:
build an effective funnel.
Getting your messages to your audience is one thing,
but getting them to act is another.
For digital marketing,
the steps for converting a stranger into a customer
is usually defined in discrete steps shaped like a funnel.
So this can include things like attracting visitors
through messaging at the top of the funnel,
turning those visitors into qualified leads
by offering deals or content that they sign up for
in the middle of the funnel.
Then closing the deal through smart engagement.
You're sitting here again, going,
"oh, Jamal I wanna hear about an example of this."
Well, Audible.
Sure you heard of those guys.
Well, they ended up building a very effective
online sales funnel,
which builds awareness for the audio books and podcasts
on its platform by working with creators
to promote via social media.
Potential subscribers are then offered
30 days of Audible for free,
so they can listen to the content that first interests them
and they become customers once billing starts
when the free trial is over.
Even if your business doesn't use a subscription model,
you still wanna offer incentives to get potential customers
to engage with your brand.
This brings us to our fourth
and final digital marketing tip:
monitor and report.
Marketing pioneer, John Wanamaker, famously said,
"half the money I spend on advertising is wasted;
the trouble is I don't know which half."
John you and I have the same problem,
but my money stopped being spent on advertising,
you know what I'm saying. (Jamal laughing)
I'm broke!
The great thing about digital marketing is
now you can tell which half of your marketing is working
and which half is wasted.
This is done by first using analytics to determine
if the audience is finding your messaging
by tracking impressions and views.
Next, you wanna track how well your audience
responds to your messaging by looking at things like
click-through, signup, scrolling, and ultimately sales.
HubSpot offers a full suite of marketing analytics
and a dashboard software to help you
be a smarter data-driven marketer.
Companies also need to monitor
what people are saying about them online
in order to influence perception
and heaven forbid, quickly address bad PR.
And at this point you're thinking,
"this guy's out of examples."
Once again, you are incorrect.
Gatorade.
They run a full 24/7 mission control center in Chicago.
That mission is to amplify positive sentiment
and address any negative comments as quickly as possible
before they have time to spread.
You might not be ready to staff
a full-time social media monitoring team,
but you do need to take time
to engage with your online audience in real time.
That's because digital marketing, when done right,
is a two way conversation.
To upgrade your own digital marketing performance,
you already know what to do.
Check out the link in the description below
for the online course we offer at HubSpot Academy.
And until then I bid you a
(Jamal speaking foreign language)
As they say.
In their communities is key,
cannot emphasis this. (Jamal mumbling)
Okay.